Measuring the effectiveness of facility naming rights sponsorships
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DOI: 10.1016/j.jbusres.2019.12.036
Abstract: Abstract The findings of this research broadens the theoretical knowledge of facility naming rights/sponsorships by not only confirming prior theoretical models, but by also including the constructs service quality, valence, brand awareness, brand image/identity, and… read more here.
Keywords: naming rights; effectiveness facility; measuring effectiveness; facility naming ... See more keywords
“Turn your brand into a destination”: toponymic commodification and the branding of place in Dubai and Winnipeg
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DOI: 10.1080/02723638.2018.1511191
Abstract: ABSTRACT The selling of naming rights to corporate sponsors has led urban policymakers to increasingly view the identities of public places as rent-generating assets to fund urban infrastructure. Yet few scholars have critically analyzed this… read more here.
Keywords: naming rights; winnipeg; toponymic commodification; turn brand ... See more keywords